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Factors Affecting Young Adults’ Willingness to Try Novel Health-Enhancing Nature-Based Products
- Source :
- Journal of International Consumer Marketing. 33:595-612
- Publication Year :
- 2021
- Publisher :
- Informa UK Limited, 2021.
-
Abstract
- One of the megatrends that affects consumers' preferences is a growing interest in health, well-being and self-care. This study explores consumer perceptions of a health-enhancing nature-based substance. Based on a survey data (N = 944) collected among national and international students in Finland, we examined factors that affect young adults' willingness to try products containing the substance. The results showed a relatively high willingness to try the products, particularly among female and non-Finnish respondents. Relationship to nature and beliefs related to the health benefits or risks of soil microbes influenced willingness to try products. The results highlight the importance of accounting for consumer perceptions in the innovation process.
- Subjects :
- Marketing
functional products
media_common.quotation_subject
05 social sciences
Nature based
health
Consumer behavior
Management Information Systems
well-being
Perception
0502 economics and business
Well-being
050211 marketing
512 Business and Management
Young adult
Psychology
Social psychology
nature-based solutions
050203 business & management
Consumer behaviour
media_common
Subjects
Details
- ISSN :
- 15287068 and 08961530
- Volume :
- 33
- Database :
- OpenAIRE
- Journal :
- Journal of International Consumer Marketing
- Accession number :
- edsair.doi.dedup.....213e8aa75cc0d443d08802ff36ca2252